By Shirlei Bortoleto, gLatin America Pre-Sales Manager at Compuware APM
In the e-commerce market, the response time to access the website is a determining factor for the customer to go ahead with your company. Soon after, comes the availability of the website, and also, for those users who use mobile devices, the performance of the application. To align these issues, IT is usually the responsibility of IT, but given the impact that Internet and mobile performance has on business results, all administrators need to participate in the process of optimizing the speed and availability of online resources.
To expand their business opportunities, many physical stores are investing in their e-commerce page and mobile applications, mainly to serve customers who today prefer to make transactions through tablets and smartphones. According to Forrester Research, by 2015, $278 billion will be spent on online solutions, representing an increase of 57% over the 2010 total.
These investments should support web services that are becoming increasingly complex due to the explosion of applications for mobile devices and the use of different devices in different locations, types of connections, browsers, operating systems and the entire set of technology involved for the delivery of interactive and functional applications to carry out transactions.
The rule that the user waited eight seconds for some Internet page to be loaded is outdated. Currently, audiences expect a two-second load regardless of whether they are purchasing products or viewing content. This demonstrates that customers are becoming obsessed with speed and demanding fast, fully available web and mobile pages or applications.
To achieve these goals, company administrators and executives need to act within good practices in order to meet customer expectations for performance on the Internet and mobile devices. We can mention five main actions:
1 – The company itself must be the voice of the customer. In other words, it needs to deliver to the IT area the information that allows the analysis and knowledge of the customer's experience on the website and on the mobile device;
2 – You need to understand the impact that website design and commercial promotions have on performance. This means that, if the company is thinking of taking a major impact action, it must be sure of the performance of its applications so that customer contact does not become a failed attempt;
3 – Conduct comparative analyses, generating subsidies that allow the creation of new strategies;
4 – Act within established objectives, evaluating the parameters presented, making more assertive decisions if they are not achieving results;
5 – Be attentive so that there is a continuous improvement of actions related to customers.
If you don't want to risk losing your customers to the competition, pay attention to these practices. They are focused on monitoring and managing customer interactions, and are responsible for generating information that gives visibility to new business strategies.
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